Toyota Vietnam Welcomes New Leadership with Vietnamese-Born Canadian President
Toyota Vietnam has appointed Tien Quoc Hao as its new president, a move that signifies a pivotal moment for the Japanese joint venture. This appointment marks the first time a senior executive of Vietnamese origin will lead the company. While the presidential role at Toyota Vietnam has historically carried limited operational responsibilities, its function is set to become more substantive starting this year, reflecting a strategic shift in the company’s approach.
The elevation of Tien Quoc Hao to this prominent position is expected to bring significant advantages to Toyota Vietnam. A source familiar with the matter indicated that Hao’s leadership will provide crucial support, particularly in the promotion and oversight of investment projects directly related to the company’s manufacturing plant. This suggests a renewed focus on expanding and modernizing Toyota’s production capabilities within Vietnam. Concurrently, the Chief Executive Officer (CEO) will continue to spearhead the day-to-day business operations and chart the overall strategic direction of the company, ensuring a balanced and effective management structure.
Tien Quoc Hao brings a wealth of international experience to his new role. His current portfolio includes serving as Toyota’s regional Vice CEO for Asia, Vice CEO overseeing business, finance, and sales at Toyota Motor Corporation, and President of Toyota Motor Asia Pacific, based in Singapore. He also holds the position of CEO of Toyota Financial Services Asia. This extensive background demonstrates his deep understanding of global automotive markets and financial operations.
Tien Quoc Hao, president of Toyota Vietnam. Photo courtesy of Toyota Motor Asia Pacific
Hao’s journey to this leadership position is deeply rooted in his Vietnamese heritage. Born in Ho Chi Minh City to a middle-class family, he departed Vietnam in 1979 and subsequently settled in Canada. His career at Toyota began in 1999 when he joined Toyota Canada. Over the years, he has occupied various senior leadership positions across diverse regions, including North America, Japan, China, and Asia. His expertise spans sales and marketing for both the Toyota and Lexus brands, underscoring his comprehensive grasp of the automotive industry from multiple perspectives.
In recent years, Hao has cultivated a strong connection with Vietnam, making frequent visits primarily to engage in initiatives focused on carbon neutrality and vehicle electrification within Toyota Vietnam. This proactive involvement highlights his commitment to sustainable practices and the future of mobility in the country. Toyota Vietnam currently holds a leading position in the Vietnamese market, particularly in the hybrid vehicle segment, both in terms of product offerings and sales volume.
New CEO Appointed to Complement Leadership Transition
Complementing the appointment of Tien Quoc Hao, Toyota Vietnam has also welcomed Osamu Hirata as its new CEO, taking over from Nakano Keita upon the conclusion of his term. This dual leadership transition signals a comprehensive renewal at the top echelons of the company.
Before assuming his current responsibilities, Hirata served as Group Vice President, overseeing Toyota and Lexus sales operations in North America until 2023. In 2024, he was appointed as the head of the Sales Operations and Planning Division at Toyota Motor Corporation. His extensive experience in sales operations and strategic planning in a major market like North America is expected to significantly contribute to Toyota Vietnam’s growth trajectory.
Strong Sales Performance Sets the Stage for Future Growth
The arrival of these two new senior executives coincides with a period of robust sales performance for Toyota Vietnam. The company recently concluded 2025 with impressive figures, selling 71,954 vehicles, representing an approximately 8% increase compared to 2024.
Furthermore, Lexus, Toyota’s premium subsidiary brand, experienced even more substantial growth, selling 2,252 vehicles, a remarkable 45% increase from the previous year. These strong sales figures have positioned the Japanese automaker as the second-largest player in the Vietnamese market, trailing only the homegrown electric vehicle manufacturer, VinFast.
The hybrid segment, in particular, has been a significant area of success for Toyota Vietnam. The company sold 8,474 hybrid vehicles in 2025, marking a significant 58% surge from 2024. This dominance in the hybrid market underscores Toyota’s successful strategy in offering eco-friendly and fuel-efficient options to Vietnamese consumers, aligning with global trends towards sustainable transportation. The new leadership is poised to build upon this strong foundation and drive further innovation and expansion in the dynamic Vietnamese automotive landscape.
